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Africa International Journal of Management Education and Governance (AIJMEG) 2(3): 75-95 (ISSN: 2518 -0827)

Africa International Journal of Management, Education and Governance


© Oasis International Consulting Journals, 2017 (ISSN: 2518-0827)
www.oasiseduconsulting.com

AN ASSESMENT OF SOCIAL MEDIA USE ON EMPLOYEE PERFORMANCE IN


PUBLIC UNIVERSITY COLLEGES: A CASE OF RONGO UNIVERSITY, KENYA

Dorcas M. Nyamanya 1
1Kisii University, School of Business and Economics
2Stella Omari
2Kisii University, School of Business and Economics
3Andrew Nyanga’u
3Kisii University, School of Business and Economics

Corresponding Email:nyamanyad@yahoo.com
Received on 8th August, 2017 Received in Revised Form on 24th September, 2017 Published on 4th Oct. 2017

Abstract
Social media has swept through popular culture recently and more than 1.5 billion members globally
joined online communities and started using social platforms. Hence, the popularity of social media
cannot be ignored by any industry. This study sought to establish the relationship of social media use
and employee performance in public universities in Kenya. The study centered on the effects of Facebook,
LinkedIn, Twitter and WhatsApp on employee performance in Rongo University. Descriptive design
was adopted with a target population of 497 employees from Rongo University. 136 respondents were
sampled and administered with structured questionnaires. The collected data was analyzed using both
descriptive and inferential analysis with the aid of the statistical software for social sciences (SPSS).
Findings revealed that Twitter, LinkedIn and WhatsApp affect employee performance. The study
concluded that employee performance associated with LinkedIn was attributed to knowledge,
information sharing, career advancement and collaborations. Other social media had inverse
relationship with employee performance because their usage was not related to actual assigned duties.
The study recommended implementation of clear and comprehensive policies to address social media
usage, relevance, site restrictions and information confidentiality. More funds should be allocated to
train personnel on social media usage in public institutions.

Keywords: Assessment; Social Media; Employee; Performance; Public; University

1.0 Introduction commerce. Thus, it is no surprise that current


Internet has changed how people interact trends towards social media have
with each other on a daily basis. Prior to the transformed the World Wide Web from
internet, staying connected with families and websites that provided static information to a
friends was difficult and costly. In today’s website that serves as information exchange
world, staying connected is easy and platform between users.
accessible (O’Dell 2011). The way we The social media dates back to 1998 when
communicate changed when the first email Bruce and Berson founded the open diary, an
was sent in 1971. In 1978, the bulletin board ancient social network site that brought
system (BBS) was invented to allow users to together online diary writers into a
exchange messages, data, news and software community. Since then MySpace was
thus the beginning of the internet. In 1979, developed in 2003 followed by the
two individuals created Use net, a worldwide development of Facebook in 2004 which are
discussion system that allowed users to post fundamentally different and more powerful.
public messages. The year 1995 marked the YouTube was then developed in 2005 and a
era for the corporate web page and e- microblogging site Twitter developed in 2006
Africa International Journal of Management Education and Governance (AIJMEG) 2(3): 75-95 (ISSN: 2518 -0827)

(Borges 2012). According to the research that used by companies to build their brand
was conducted by AT & T (2008), one out of reputation, stay competitive and operate in
every nine people in the world use facebook, the international market (Coyle & Vaughn,
with an estimation of 700 billion minutes 2012). In India, social media has contributed
spent each month on facebook site. immensely as a tool for communication and
Additionally, over 2.5 million organizations collaboration leading to real-time, innovative
have a facebook accounts apart from their methods to reach a large number of
corporate websites. In estimation, 250 million employees with similar or dissimilar
people access social media platforms using interests. The majority of leading
their mobile phones. organizations in India are venturing into new
The social network platforms have pastures for employee communication,
transformed the daily lives of people beyond engagement, collaboration and other areas of
the “tweets” on twitter and the “likes” on human resource (Wipro, 2012). Face book
facebook. Consequently, organizations are statistics from AT & T (2008) listed South
feeling the need to be present on a number of Africa as the sixth worldwide with more
social media sites. However, this has posed a active facebook users implying that social
challenge to ensure that they are accessible networking is a much a timely issue.
and listening to all customers at all times. In
the light of current usage of ICT, the In Zimbabwe, use of social media has helped
attractiveness of social media networks to develop workforce’s knowledge of social
cannot be denied or ignored. Whether media and be part of a wider digital
employers want to acknowledge this or not, engagement with the customer. It also fosters
people are logging in and spend daily an the collaboration of colleagues, marketing the
average of 20 minutes on facebook and other company’s products and its visibility in the
social media (Vickers, 2007). In the U.S.A, crowded world of online commerce (Bullock,
71% of online American adults use Face book; 2010). In Nigeria, social media sites have been
a proportion which has remained unchanged used to offering adequate information,
since 2013. Usage among seniors continues to communication, dissemination, discussing
increase, some 56% of internet users age 65 and mobilizing vast information (Omekwu,
and older now use Face book .Women are 2014). In Kenya, almost all business that deal
also likely to use Face book compared with with communicating with the consumers
men. 23% of online users’ uses twitter a have social media as an integral part of
significant increase compared to 18% in marketing, branding, public relation,
2013.Twitter is popular among those under customer service, recruitment or any other
50 years and college-educated. Also, 28% of function of a business that require you to
online users are LinkedIn users. LinkedIn is reach out, social media plays a vital role
popular among college students, those in (Gakui, Munene & Nyaribo, 2014). Most
high-income households and the employed organizations that use social media spend
(Pew Research Centre, 2014). more than 6 hours a week. Further,
In Germany, social media is expanding and utilization of social media has enhanced
becoming more diverse and dispersed. There distribution of value-added content and
are 22million facebook users in Germany and more effective communication processes. A
635 million visits. Social media like facebook higher level of socialization leads to
has gained popularity in Germany because it increased organizational performance and
enables users to socialize internationally and collaboration across departments (Novak &
due to its multiple language features. Twitter Hoffinan, 2011).
has got only 10% of online users in Germany. A number of studies have been conducted on
Some of the reason for this small number is the linkage between social media and
that people find it confusing with all the little employee performance.
text snippets that seem somewhat
disconnected. However, LinkedIn is mostly 1.2Statement of the Problem

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Africa International Journal of Management Education and Governance (AIJMEG) 2(3): 75-95 (ISSN: 2518 -0827)

Social media has been used as a tool to carried out to assess the effect of social media
reinvent the culture of the organization use on employee performance.
providing employees with a stage for
1.3 General Objective of the Study
innovation, collaboration, and
The general objective of the study was the
communication (Ward, 2008). For some years assessment of social media use on employee
now, employers have had to deal with issues performance in public universities, a case of
concerning employees’ internet use through Rongo University.
organizational information and
communication technology infrastructure. In 1.3.1 Specific objectives
i. To find out the effects of Facebook
the organizational context, the problem
use on employee performance in
associated with social media as well as the
Rongo University.
nature of the content on such sites presents ii. To determine the effect of
employees with a dilemma hence LinkedIn use on employee
organizations are slowly accepting social performance in Rongo University.
media as a tool for communication. Deans iii. To establish the effect of Twitter
(2011), Kaplan and Haenlein (2010) noted use on employee performance in
Rongo University.
that in recent years, organizations are slowly
iv. To examine the effect of
allowing the use of social media for a variety Whatsapp use on employee
of purposes during the work day. A key performance in Rongo University.
factor for the organizations’ sense of fear is 2.0 Theoretical Review
that little is known about the effect of social 2.0.1 Connectivism theory
media and potential benefits that can be Connectivism theory is a learning theory for
the digital age. It was propounded by
gained from social media use. This has led
Siemens (2006) and states that knowledge
some of the employers to block social media
cannot happen as a process of continuous
access at the workplace. However, blocking knowledge acquisition but in the course of
of social media access has proved to be a perpetuation of connections. Continued
costly exercise that simply does not work learning is centered on the capability to stay
(Human Resource Practice and Workforce linked and connected to digital social
Report, 2014). networks with which interests are and can
continuously be shared. Connectivism is
Shami (2009) attempted to study the impact
networking, practical to learning and
of social media sites on employee
knowledge patterns on which we can act and
performance, he looked at the effect of
reside outside of ourselves. This theory is
networking sites on the privacy and security
related to the study in that when employees
of an organization, potential benefits of social
use digital tools to connect, they are capable
media sites and the impact of social media on
of reflecting on conversation about and
employee performance but he did not look at
internalize substance in order to learn. The
different social media sites independently. In
connections also help employees to develop
a similar study, Ashraf (2014) studied the
the ability to create new knowledge at any
impact of social media on employee
point in time. Connectivism theory
performance, his objectives were to
acknowledges that learning is no longer an
determine the effect of facebook, Twitter,
individual activity but rather a process that
Slide Share and LinkedIn on employee
allows people to flourish in the digital era,
performance, but he did not look at the effect
(Siemens & Tittenberger, 2009). The capacity
of WhatsApp on employee performance. It is
to attach to others and create networks will
against this backdrop that the research was
be more vital as the influx of information
continues to increase.

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Africa International Journal of Management Education and Governance (AIJMEG) 2(3): 75-95 (ISSN: 2518 -0827)

sharing, then employees’ performance will


2.0.2 Social exchange theory improve.
Given that all social media are dependent on
user providing content, an understanding of 2.0.4 Social Cognitive theory
the reasons as to why people partake appears This is a psychological model of behavior that
fundamental. This theory originated from emerged primarily from the work of Albert
sociology studies exploring exchange Bandura (1977, 1986). It was developed
between individuals or social groups having importance on the attainment of
(Emerson, 1976). The theory mainly uses social behaviors. Social Cognitive theory
cost-benefit framework and assessment of continues to emphasize that learning occurs
alternatives to give explanation on how in a social environment and much of what is
individuals communicate with each other, learnt is gained through observation. The
how they form relationships and bonds, and theory is based on several fundamental
how communities are formed through assumptions about learning as well as
communication exchange (Homans, 1958). behavior. The first assumption is that,
The theory states that individuals engage in personal, behavioral and environmental
behaviors that are rewarding and stay away factors manipulate one another in a
from behaviors that have too high a cost, that bidirectional, give-and-take fashion, that is, a
is, all social conduct is based on each person’s on-going functioning is a product of
individual’s biased evaluation of the cost- a nonstop contact between cognitive,
benefit of contributing to a social exchange. behavioral and contextual factors. The
Individuals communicate with each other second assumption is that people have an
subject to give-and-take actions from the agency to control their behavior and the
other communicating party (Emerson, 1976). environment in a decisive, goal-directed
This theory relates to this study in that fashion (Bandura, 2001). The belief conflicts
employees get to see benefits when using previous forms of behaviorism that
social media to communicate and if not advocates a more thorough form of
rewarding, they will leave it. environmental determinism.
The social cognitive theory does not
2.0.3 Social network theory contradict the significance of the
This theory describes patterns of interactions surroundings in determining behavior, but it
among people as a graph of connections argues that people can as well, through
(Newman, 2002). The persons within a foresight, self-examination, and self-
network are called nodes and the regulatory processes exert substantial
relationships between actors are called ties. influence over their own outcome and the
The ties and nodes constitute the structure of surroundings more broadly. The third
a social network for social action (Burt, 1992). assumption is that, learning can occur
The theory seeks to understand the nature of without an instant change of behavior or
a network and the antecedents and more broadly that learning and the
consequences of the network at different demonstration of what has been learnt are
levels that is interpersonal, inter-unit or inter- distinct processes. This theory also assumes
organizational level. Studies have indicated that learning involves not just the acquisition
that fast receipt of resources affects of new behavior but also of knowledge,
knowledge transfer and task performance. cognitive skills, conceptual rules, principles,
Therefore, if people use the concepts and further cognitive constructs.
networks/connections to access information This division of learning and behavior is shift
faster, it will contribute to their performance. from the position advocated by behavioral
This theory is relevant to this study because theories that defined learning stridently as a
social media affects communication and change in the form of behavior. In relation to
knowledge sharing. If social media sites use this theory, social media does help people to
enhances communication and knowledge learn and even influence the environment in

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Africa International Journal of Management Education and Governance (AIJMEG) 2(3): 75-95 (ISSN: 2518 -0827)

which they interact with. Since personal Profession oriented sites were not popular
behavior and environmental factors affect among employees as those sites that were
ones’ behavior, then social media has the intended for social use. He recommended
capacity to change peoples’ behaviors and that organizations should consider all-
the environment in which they interact with. inclusive, adequate policies in attempt to deal
with social media issues such as personal
2.1 Empirical Review of Literature usage, business relevance, site restrictions
2.1.1 Facebook Use and the relationship and information discretion devoid of
with employee performance restricting individuals from benefiting both
Aguenza (2012) attempted to study the effect personally as well as professionally.
of FaceBook use on productivity in the In a similar study, Michael et.al (2013) carried
workplace, looking at the challenges and out a study on the effect of social media in
constraints. He established that the use of today’s workplace by focusing on whether
Facebook has a positive impact on employee social media sites at workplace was a
productivity, two-way communication and distraction or it did provide a boost to
effective collaboration and that the employee productivity and whether
organization should establish appropriate employers should discipline employees for
policies at the workplace to determine how what they post on their Facebook profiles.
much use will be made of Facebook for job The researcher conducted a survey on the
purposes. Further, the organizations should University undergraduate students and the
work with, not against Facebook and other professors about the use of Facebook while
social media sites because organizations that working. The researcher also examined the
fight the advancing of technology are effect of Facebook postings outside work.
combating a losing battle. Ashraf (2014) The findings revealed that Facebook postings
conducted a study on the impact of social could jeopardize a position at the workplace.
networking (Facebook, Twitter, SlideShare The study concluded that social media sites
and LinkedIn) on employee performance. use is a threat to productivity at the
Data was analyzed using correlation and workplace but there is higher expectation
regression analysis. He found that social that monitoring of social media
networks affects working situations of communication by employer will benefit the
employees, employees’ skills/ability organization and the employees at large.
correlation and knowledge, qualification, Bhanot, (2012) studied the impact of social
productivity and motivation level. Also, the media on company performance by
motives of using social media vary from one interviewing 25 social media experts and
person to another. Further, people do connect found that social media can be used for
to LinkedIn for professional purposes, internal communication as well as a method
Facebook and MySpace for personal motives, of engaging with both the existing and the
Twitter for social networking, personalized potential new customer. He argued that the
Blogs for personal thoughts and viewpoints. business context has been revolutionalized
The ultimate logic of connecting is building by the arrival of several sites such as
social contacts and sharing information. LinkedIn, Facebook, Twitter and much more.
Similarly, Karanja (2013) studied the effects He concluded that companies that invest
of social media use on employee performance early to harness the power of social media
having a target population of 130 employees claim higher returns, with even greater gains
and a sample of 60 respondents. He analyzed predicted to be on the way.
data descriptive statistics and findings Harmon (2011), a social email provider
showed that social media was applied more carried out a study on social network and
for social purposes rather than business productivity, he surveyed 515 IT users. The
transactions during working hours, main purpose was to better understand the
employees did not use social media to impact that electronic distractions had on the
respond to work-related issues while workplace. He found that 57% of work

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interruptions involved either use of social with complex patterns that differ with a
networks for texting messages, Facebook and software system and networker age.
internet searches. The remaining 43% of LinkedIn was used by recent students, young
workplace distractions came from activities professionals and older professionals.
such as phone calls, talking with co-workers LinkedIn focused on professional
and impromptu meetings while 45% of information, encouraged users to construct
employees surveyed reported that they could abbreviated curriculum Vitae and to
work uninterrupted only for 15 or less establish connections. LinkedIn was also
minutes and 53% wasted at least one hour useful for positioning young professionals in
each day due to all types of distractions. job markets, used to build and maintain
Moreover, some employees were addicted to external professional networks while
web-based activities and that, 2 out of 3 Facebook was used to connect with friends,
people tuned out of face-to-face meetings to family, and colleagues. Shami (2009)
communicate digitally with someone else. attempted to study the impact of social media
Hence, organizations should enforce policies participation on job performance; he used a
and technology to minimize distraction at study of 75,747 employees of a large global
work, monitor usage patterns, provide company in the course of three years, and
training, provide venture collaboration found that social media usage through
windows and institute no Facebook days. forums and status updates is positively
In a related study, Gaudin (2009) found that associated with performance ratings.
companies that allow users to access Further, amplified social participation is not
Facebook in the work place lose an average of connected with decrease in performance.
1.5% of total employee productivity. In a
related study, Nuclear research (2008), they 2.1.3 Twitter use and employee
did a survey of 237 employees and found that performance
77% of employees who have a Facebook Parise, Whelan, and Todd (2015) studied the
account access their accounts during working impact of twitter on new ideas generation for
time and ‘some’ of the workers use social a period of five years focusing on ten groups
networking sites in so far as two hours daily of employees across five companies in a
at work. Out of those using facebook at work, range of industries. They established that
87% had no clear business reason for using employees who use Twitter were more
the site. Thus, restricting Facebook can innovative because they shared content with
reclaim lost productivity. the appropriate internal stakeholders.
Omekwu (2014) carried out an investigation
2.1.2 LinkedIn Use and employee on the use of Twitter among the
performance undergraduate students of the University of
Technology has changed the way business Nigeria to determine the benefits of using the
operates and this has been evidenced in that, social network. He sampled 150 respondents
over’ 200 million businesses have a company who were selected randomly. The study
page on LinkedIn whereby most businesses revealed that frequently, students use social
rely on LinkedIn to update for their followers networks for interaction with friends,
on the current events that are happening connecting with their classmates for online
either within the company or their industry. study and for discussing national issues.
Keels (2003) studied the effect of social media There are also benefits and dangers
use in organizations to determine how social associated with the use of social media. Thus,
networks are used, if its use enhances or university authorities should organize
reduces output and how organization- seminars to enlighten the students in the not-
friendly design and use might advance in a so-good aspects of social media.
Large Techno-savvy organization through a Gakui et al (2013) studied the effect of social
broad survey and 30 focused interviews. He media participation in the workplace on
found that extensive social and work uses employee productivity. They used a

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randomly selected sample from a population attentiveness. It is assumed that by taking


that had internet connectivity at their place of short breathes; the brain will be refreshed
work. Inferential analysis was undertaken to and renewed.
ascertain the degree of relationship between Yusman (2014) studied the impact of
the variables. There were both the positive WhatsApp media usage on students’
and negative relationship between social performance in tertiary institutions in Ghana.
media involvement and employee output. Yusman found out that WhatsApp took
The negative relationship was stronger as much of students time, resulted in
employees spent most of their time on procrastination related problems, destroyed
Twitter enhancing personal networks. student spellings and grammatical
Positive relationships exist in employees’ use construction of sentences, led to a lack of
of twitter in the workplace for both work and concentration during lectures, resulted in
non-work related activities. Twitter has the difficulty in harmonizing online activities
potential to allow employees to form and academic research and distracts students
collaborations and communities for from completing their assignments and
knowledge creation and sharing enhanced adhering to their private studies timetable.
channels of contact which improve employee Therefore, tertiary institutions should
productivity. However, it can draw intensify guidance and counseling sessions.
employees into an obsession that distracts In a similar study, Nur-Alan and Abudullah
performance in addition to straining the (2011) studied the impact of WhatsApp
enterprise resources. mobile social learning on the achievement
and attitude of female students compared
2.1.4 WhatsApp Use and the Relationship with face-to-face learning in the classroom,
with Employee Performance he conducted an experiment using an
Technology is evolving at a very fast rate and experiment group with a control group. The
what most people did not even imagine E-learning process of the experiment group
could be existent a few years ago is now was based in WhatsApp mobile learning
becoming a certainty. WhatsApp is one of the activities. They used T-test to evaluate the
changes in technology that is frequently used differences among the experimental group
on definite mobile phones and computers. and the control group. It showed that there
Yalcinalp and Gulbahar (2010) articulates was a real difference, at 0.05 alpha level, of
that the value of these applications encourage the achievements and attitudes of the
learners to learn by anticipating needs, make experimental group compared with the
collaborative learning efficient and effective, control group.
build relationship that stimulates learner-to- 2.2 Employee performance
learner for consistent and progressive Employee performance is very essential in
learning. Most people think that use of social the success of any organization. Success
media sites time wasting. Nevertheless, depends on employees’ creativity,
several studies have made known just the commitment and innovation. Vroom (1964)
opposite. Social media may actually increase elucidates that employee performance is
employee productivity. An employee who based on individual. In a research carried out
uses social media is 9% more productive than by Survey (2013) on the impact of employee
those who do not (Fahmy, 2009). Employees engagement on employee performance, the
who are social by nature and are connected to study found that employee engagement
other people through social media are better drives performance by improving
persons in the workplace. This is because relationship, productivity, safety and
they are skillful at interacting with other profitability. Further employees’ work
employees and have ability to solve contribute positively to the success of the
problems. Similarly, 70% of those who organizations and they care about their
accessed the internet for personal use organization. A study conducted by Ekit
resulted in sharpened employees’ (2010) looked at the effect of motivation on

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employee performance in an institution. She employees’ morale in the workplace, then


established that Institutions use differing they will improve employee productivity. In
means of motivational tools in motivating a similar study, Adbullahi (2010) examined
employees which included helping the impact of employee motivation on
employees to perform their work, employee performance. He used quantitative
maintaining a healthy employee/employer data and he analyzed it using descriptive and
relationship, encouraging employees to inferential statistics to measure the
perform their work efficiently, helping significance of linear regression between the
employees solve their personal problems, independent and dependant variables. He
encouraging teamwork and improving found that motivation has powerful positive
employee morale at the workplace. This influence on employees’ performance more
helped employees perform better hence than job satisfaction.
improving the overall organizational
performance. If social media could be used to
maintain a healthy employer/employee
relation, encourage teamwork and improve
2.4 Conceptual framework
Dependent Variable Independent Variable

Facebook use
 Creating connections
 Connecting with, family
colleagues

LinkedIn use Employee performance


 Building and maintaining
professional connection  Productivity
 Positioning young  Team work
professional in job market  Meeting targets
 commitment
Twitter use
 Online learning
 Knowledge sharing
WhatsApp use
 Instantaneous messaging
 Information sharing

Figure 2.1 Conceptual Framework

3.1 Research Design 3.2 Study Area


The study adopted a descriptive research The study was conducted in Rongo
design. Descriptive research design aims at University which is in Migori County in the
observing, describing and documenting western region of Kenya. It is approximately
aspects of a situation as it naturally occurs 400 kilometers from Nairobi along Kisii –
rather than explaining them. In this context, Migori highway.
the description of variables and phenomenon
was based on the views, opinions and 3.3 Target Population
responses provided by the respondents The target population of the study was 497
without manipulating their situations. employees from Rongo University. These

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comprised of teaching and non-teaching


staff.

Table 3.1 Target Population


Participant Target population Percentage (%)
Teaching Staff 139 27.9
Non-teaching staff 358 72.1
Total 497 100.0
Source: Human Resource-Rongo University College (June 2015)

3.4 Sample Size and Sampling Technique using the mathematical approach developed
A sample size of 136 respondents was by Nassiuma (2000).
randomly selected from the target population
NC 2
n ……………………………………………Equation (3.1)
C 2  N  1e 2
n = sample size;
N = population size;
C = coefficient of variation which is 0.5
e = error margin which is 0.05.
n = ____497 (0.5)2_____
0.52+ (497-1)0.052
n = 136

Table 3.2 Sample Distribution


Participant Target population Sample Size
Teaching Staff 139 58
Non-teaching staff 358 78
Total 497 136

3.4.1 Sampling Technique Before collecting data, the researcher


Stratified random sampling was used to acquired various relevant permits. The
select 136 respondents who were researcher issued the questionnaires using
administered with questionnaires. Stratified drop-and-pick later after 5 days. To ensure
random sampling was preferred because it that the respondents filled the questionnaires
gives flexibility to the researcher to make a on time, the researcher made follow-ups to
decision on identification and allocation of check the progress.
the units for the strata.
3.7 Instrumentation
3.5 Data Collection Instrument 3.7.1 Validity of instruments
The study used primary data that was The validity test showed the extent to which
obtained through a semi-structured self- set of measures correctly represents the
administered questionnaire. The concept of the study. The validity of the
questionnaire had open-ended and closed questionnaire was established in two ways;
questions which were based on a 5 point face validity where, a pilot study was
Likert scale where 5 represented strongly conducted in Kisii University where some
agree (SA), 4; agree (A), 3 neutral (N), 2 employees were given the 14 questionnaires
disagree (D), 1; strongly disagree (SD). The to fill randomly to find the question
closed questions enabled the researcher to interpretation perception. According to
collect quantitative data. Mugenda and Mugenda (2003), 10% of the
sample is sufficient for a pilot study. Content
3.6 Data collection procedure validity where supervisors were given

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questionnaires to go through and made evaluated whether instruments were reliable


suggestions on the adjustment to be made. and valid in order to enhance the accuracy of
their assessment and evaluations. According
3.7.2 Reliability of Instruments to Field (2005), a Cronbach Alpha that is
Reliability of the questionnaire items was greater than 0.7 implies that instruments
determined using test-retest method by 14 given have a good measure. The Table 3.3
respondents from Kisii University whereby indicates Cronbach’s alpha coefficient for
they were given the same questionnaire at root constructs (independent and dependent
different times to ascertain consistency. variables).
Before conducting any analysis, the study
Table3. 1 Cronbach’s Alpha Index
Scale No. of items Cronbach’s Alpha

Facebook 9 0.764
LinkedIn 12 0.789
WhatsApp 11 0.836
Twitter 16 0.972
Employee performance 6 0.788

From the study results, the variables had 9, 3.7 Data Processing and Analysis
12, 11, 16 and 6 items having Cronbach Alpha The data collected was sorted and edited to
coefficients of 0.076, 0.789, 0.836, 0.972 and minimize errors. The data was coded and
0.788 respectively. It was established that all analyzed using statistical package for social
the study variables had a score of more than science. Analysis was done using descriptive
0.7, they were valid. The pilot study results and inferential statistics to measure the
were not included in the final data analysis of relationship between the dependent and
the study. independent variables. The study assumed a
linear relationship between the independent
variables and the dependent variable
following a Binary regression model.
Yi = + 1X1+ 2X2 + 3X3 + 4X 4 + ……………………………Equation (3.2)
Where: Y is the dependent variable (Employee performance), X1= Facebook use, X2= LinkedIn
use, X3= Twitter use, X4 =WhatsApp use. = Y intercept, 1, 2, 3 and 4 are the net
changes in Y. Findings were presented using frequency tables and figures.

4.0 Study Findings and Discussions


4.1. Response Rate
Table 2.1 Response Rate
Respondents Frequency Percentage (%)
Respondents 113 83
Non-Respondents 23 17
Total 136 100

A total of 136 questionnaires were issued on university and in their respective


a drop-and-pick later basis. The researcher departments especially the head of
also made follow-ups to ensure that the departments. However, following Sekaran
respondents did fill the questionnaire. Out of (2000) and Cooper and Schindler (2003), a
the total questionnaires distributed, 113 response rate of above 30% or 40% of the total
questionnaires were filled and returned sample size are sufficient enough to
resulting into a response rate of 83%. guarantee generalization of the
However, of the returned questionnaires, characteristics of a study problem.
two had errors and were not considered fit
for analysis. Majority of them were within the

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4.2. Demographic characteristics 4.2.1: Gender


The study used various descriptive statistics From Table 4.2, the findings study shows that
to analyze the demographic characteristics of majority (60.4%) were male while 39.6% were
the respondents and findings were presented female. The result implies that most
in frequency tables. departments were dominated by male
employees.
Table 4.2 Gender Distribution
Gender Frequency Percentage Cumulative

Male 67 60.4 60.4


Female 44 39.6 100.00
Total 111 100.00

4.2.2: Age years and 45 years. This implies that most


In terms of age distribution, Table 4.3 shows employees in Rongo University are of middle
that most respondents at the university were age from the departments surveyed. Also the
on average 29 years. Further, the study age group of between 15-30 years had 40
analyzed age in four different age groups of observations with a percentage of 36.1. This
fifteen years difference. Further, most implies that the number of younger
employees (41.4%) were aged between 31 generation was also high.
Table 4.3 Age categories
Categories in years Observations Percentage Mean
15-30 40 36.1 31.1111
31-45 46 41.4 36.72727
46-65 14 12.6 26.86486
66 and above 11 9.9 22.40909
Overall age distribution 111 100 29.0625

On the age group of 66 years and above, the number of observations made was 11 with a
percentage of 9.9. This implies that there are a few elderly people working in Rongo
University.

4.2.3: Education Levels


Education level was assessed with to read, understand and answer the
consideration of the highest academic level questions well.
achieved by the respective respondent. 4.2.4: Working Experience
Figure 4.1 below shows the distribution of The study also sought to determine the
highest level of education. There was no one working experience of the respondents. Table
with less than diploma education. 4.4 shows that most respondents had worked
Approximately 0.9% had diploma education, in their current position between one and
5.4% had degree education level while 91.9% three years with a higher percentage
of the respondents had postgraduate (65.75%). The lowest worked duration
(masters and above) education levels. This reported was of 6 years and above where it
implies that all the respondents were well recorded a percentage of 18.02. This implies
educated; hence they were at a better position that most of Rongo University employees
were in the early years of their careers.

Table 4.4 Years in current position


Working experience (years) Frequency Percentage Cumulative
Between 1 and 3 years 51 45.95 56.61
Between 3 and 6 years 30 27.03 89.91
6 and above years 20 18.02 100.00

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Total 111 100.00

4.2.5: Sites with Accounts


In this section, respondents indicated the is as indicated in Table 4.5. This implies that
social media sites which they have an account most employees have facebook and
with. The study revealed that 31.2%, 20.0%, WhatsApp accounts while LinkedIn and
17.9%, and 30.9% were realigned based on Twitter were not popular among the
the four sites (Facebook, LinkedIn, Twitter employees.
and WhatsApp) respectively. The frequency

Table 4.5 Sites with account


Account Frequency Percentage Cumulative
Facebook 103 31.2 31.2
LinkedIn 66 20.0 51.2
Twitter 59 17.9 69.1
WhatsApp 102 30.9 100.00
Total 330 100.00

4.2.6 Accounts used daily WhatsApp (35.09%) on a daily basis. Twitter


Findings in Table 4.6 reveal that most (17.31%) and LinkedIn (12.02%) were not
employees used Facebook (35.58%) and popular among employees

Table 4.6 Accounts used daily


Account Frequency Percentage Cumulative
Facebook 74 35.58 35.58
LinkedIn 25 12.02 47.6
Twitter 36 17.31 64.91
WhatsApp 73 35.09 100.00
Total 208 100.00

4.3 Role of Facebook use statement was on whether employees utilize


This section provides an analysis of facebook facebook to create new connections. As
usage on employee performance in Rongo shown in Table 4.6, majority (41 .7%) of the
University in Migori County. To determine respondents were in agreement
the effect of facebook on the performance of (mean=3.651), 23.3 % were neutral, 21.4%
employees in Rongo University, participants strongly agreed while 7.8% and 5.8%
were requested to respond to a set of respondents had divergent views.
statements on five point likert scale. The first
Table 4.6 Facebook usage
Respondents’ Opinion Item S.A A N D S.D Mean Std. Dev.
s
Create new connections 103 21.4 41.7 23.3 7.8 5.8 3.651 1.082
Connect with family and friends 103 23.3 36.9 25.2 9.4 4.9 3.641 1.092
Collaborate with colleagues 103 18.4 23.3 35.9 14.6 7.8 3.301 1.162
Upload and down load photos and videos 103 14.6 40.8 23.3 9.7 11.7 3.369 1.196
Keep in touch with my colleagues 103 20.4 44.7 20.4 7.8 6.8 3.641 1.101
Knowledge sharing 103 19.4 24.3 35.0 14.6 6.8 3.349 1.152
Chatting with friends 103 22.3 36.9 25.2 9.7 5.8 3.602 1.114
Information sharing 103 25.2 43.7 14.6 9.7 6.8 3.709 1.152

On whether respondents used facebook for respondents whether they used facebook to
connecting with family and friends, majority collaborate with colleagues, 35.9% of the
(36.9%) of the participants (mean=3.651) respondents were neutral (mean=3.301) to
were in agreement in their responses to the the statement. The fourth statement on
statement. The third statement asked the whether the participants used facebook to

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upload and download videos, majority 40.8% information, communication, dissemination,


were in agreement (mean=3.369), 23.3% mobilization and discussing of a wide range
remained neutral while 14.6%, 9.7% and of information. Xi. Zhang had the same
11.7% were impartial. Further, on whether findings that Facebook had a positive impact
the respondents use facebook to keep in in knowledge sharing social network ties.
touch with their colleagues, majority, 44.7% Also the study recorded a higher mean on the
were in agreement (mean=3.641) while 20.4% use of Facebook to create new connections.
were neutral. The rest of the respondents These findings concur with the findings of
have a divergence of opinion on the North (2010), who that Facebook is
statement. On whether the respondents use considered by most employees as
facebook on knowledge sharing, 35.0% of the worthwhile in the organization since it helps
respondents were neutral (mean=3.349) to them to create and maintain new
the statement. This gives an impression that, connections.
the respondents could be using facebook on
other uses as indicated by the divergence of 4.4 LinkedIn use
respondents. Additionally, the respondents This section analyzed the effects of LinkedIn
were asked whether they use facebook on use on employee performance in Rongo
chatting with friends, 36.9% of the University. The first statement was on
respondents were in agreement whether employees utilize LinkedIn in
(mean=3.602) with the statement while the building and maintaining professional
rest had divergent opinions. On whether the connections. Findings in Table 4.9 shows that
respondents used facebook for information 50% of the respondents were in agreement
sharing, 43.7% of the respondents were in (mean=4.1061), 34.8% of the respondents
agreement (mean=3.709). Further, all the strongly agreed, 9.1% were neutral while
statements had standard deviations which 3.0% disagreed and strongly disagreed
were greater than 1 implying that the respectively. The standard deviation varied
respondents had varying divergent opinions from the mean by 0.91364 points. The second
on all the statements. The findings indicate statement sought to determine whether
that most employees of Rongo University employee use LinkedIn to keep in touch with
used facebook more for information sharing. friends and colleagues, 34.8% were in
This study concurs with the findings of agreement (mean=3.0909), 25.8% were
Omenku (2014), who conducted a study on neutral while 18.2% strongly disagreed that
the effect of social media on employee respondents use LinkedIn to keep in touch
productivity and found that Facebook had with colleagues.
direct response to the need to offer adequate
Table 4.7 LinkedIn Usage
Respondents’ opinion Items SA A N D SD Mean Std. Dev.

Build and maintain professional 66 34.8 50.0 9.1 3.0 3.0 4.1061 0.91364
connections
Keep in touch with friends and 66 10.6 34.8 25.8 10.6 18.2 3.0909 1.27373
colleagues
Career improvement 66 18.2 50.0 18.2 9.1 4.5 3.68818 1.02521
Job search 66 24.2 45.5 18.2 3.0 9.1 3.7273 1.14416
Knowledge sharing 66 19.7 33.3 28.8 9.1 9.1 3.4545 1.17907
Positioning myself in job market 66 15.2 18.2 33.3 21.2 12.1 3.0303 1.22750
Information sharing 66 25.8 39.4 16.7 10.6 7.6 3.6515 1.19605
Collaborate with colleagues 66 27.3 34.8 15.2 12.1 10.6 3.5606 1.30241

On whether the respondents used LinkedIn strongly disagreed with the statement. The
on career improvement, majority, 50.0% were study also asked respondents whether the
in agreement, 18.2% were neutral participants used LinkedIn to search jobs
(mean=3.0909), 9.1% of the respondents online and the majority, 45.5% were in
disagreed while 4.5% of the respondents agreement (mean=3.7273) while 24.2%

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strongly agreement that they use LinkedIn on apart from the first statement, all the other
job searching. Further, on whether the statements had standard deviations which
respondents use LinkedIn in sharing were greater than 1 implying that the
knowledge, 33.3% of the respondents were in respondents had divergent opinions from the
agreement (mean=3.4545) while 28.8% were mean scores.
neutral to the statement. Moreover, on
whether the respondents use LinkedIn in 4.5 Twitter use
positioning themselves in the job market, The study sought to establish the effect of
33.3% of the respondents were neutral twitter use on employee performance in
(mean=3.2303) and 21.2% disagreed with the Rongo University in Table 4.7. The
statement. On the statement whether, respondents were asked whether they use
respondents’ use LinkedIn in sharing twitter to create new connections and
information, 39.4% of the respondents were majority (mean= 3.5085) were in agreement
in agreement (mean=3.6571) while 25.8% with the statement. The respondents were
strongly agreed with the statement. When also asked whether they use twitter to keep
respondents were asked whether they use in touch with friends and colleagues , the
LinkedIn in collaborating with colleagues, mean of 3.5424 indicates that majority of the
majority, 34.8% of the respondents were in respondents were in agreement with the
agreement (mean=3.5606). Additionally, statement.

Table 4.8 Twitter usage


Respondents’ opinion Items SA A N D SD Mean Std Dev

Create new connections 59 23.7 37.3 15.3 13.6 10.2 3.5085 1.27810
Keep in touch with friends and 59 27.1 39.0 10.2 8.5 15.3 3.5424 1.38118
colleagues
Maintain professional connections 59 27.0 16.9 20.3 10.2 30.5 2.8983 1.55025
Job search 59 0.00 8.5 42.4 33.9 15.3 3.2881 1.14547
Knowledge sharing 59 11.9 23.7 33.9 20.3 10.2 3.0678 1.15765
Chatting with colleagues 59 13.6 40.7 23.7 10.2 11.9 3.3390 1.19785
Information sharing 59 27.1 39.0 15.3 11.9 6.8 3.6780 1.19540
Collaborate with colleagues 59 13.6 11.9 23.7 30.5 20.3 2.6780 1.30570

The respondents were also asked whether from the mean score. As per whether
they use Twitter to maintain professional respondents use Twitter in sharing
connections. Majority (30.5%) of the information, majority, 39.0% were in
respondents strongly disagreed agreement (mean= 3.6780) to the statement.
(mean=2.8983) while 27% strongly agreed, Furthermore, the respondents were asked
16.9% agreed and 20.3% were neutral. As per whether they use Twitter to collaborate with
the statement on whether the respondents colleagues and majority, 30.5%, were in
use twitter to search job online, 42.4% of the disagreement (mean=2.6780) with the
respondents were neutral (mean= 3.2881) statement. All statements had standard
while 33.9% of the respondents disagreed deviations greater than 1 implying that the
with the statement. Further, on the opinion respondents had divergent opinions from the
about whether the respondents use Twitter in mean score.
sharing knowledge, majority, 33.9% were 4.6 WhatsApp Use
neutral (mean= 3.0678). As to whether the The first statement was on whether
respondents use Twitter in chatting with employees utilize WhatsApp to connect with
colleagues, majority, (mean= 3.3390) imply family and friends and majority, 41.2% of the
the majority were impartial on whether they respondents were in agreement (mean=
use twitter on chatting with colleagues. This 3.8039), 32.4% strongly agreed, 10.8% were
is also reflected with the standard deviation neutral while 5.9% and 9.8% disagreed and
of 1.19785 showing divergence of opinion strongly disagreed respectively. The second

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statement sought to determine whether agreement (mean= 3.7157) with the


employee use WhatsApp to keep in touch statement. However, 16.7% were neutral
with friends and colleagues and majority, while 5.9% disagreed.
35.3% strongly agreed while 30.4% were in
Table 4.9 WhatsApp Usage
Respondents’ opinion Items SA A N D SD Mean Std Dev

Connect with family and friends 102 32.4 41.2 10.8 5.9 9.8 3.804 1.235
Keep in touch with friends and 102 35.3 30.4 16.7 5.9 11.8 3.716 1.323
colleagues
Keep in touch with other professionals 102 25.5 36.3 18.6 11.8 7.8 3.598 1.213
Job search 102 9.8 17.6 34.3 24.5 13.7 2.853 1.164
Knowledge sharing 102 12.7 27.5 36.3 13.7 9.8 3.196 1.135
Instant messaging 102 28.4 35.3 15.7 11.8 8.8 3.628 1.258
Information sharing 102 23.5 28.4 19.6 11.8 16.7 3.301 1.392
Collaborate with colleagues 102 24.5 29.4 21.6 15.7 8.8 3.451 1.264

The respondents’ were asked whether they agreed, 21.6% were neutral while 15.7% and
use WhatsApp to keep in touch with other 8.8% disagreed and strongly disagreed
professionals and 36.3% of the respondents respectively. The standard deviations for all
agreed (mean= 3.5980), 25.5% strongly statements revealed that the respondents had
agreed while 18.6% were neutral. As per the divergent opinions from the mean scores.
fourth statement whether the participants
use WhatsApp in searching jobs online, 4.7 Employee Performance
34.3% were neutral (mean= 2.8529) and 24.5% The first statement asked whether the
disagreed with the statement. Further, on the respondents’ perform their work with
opinion about the use of WhatsApp on accuracy and majority, 33.3% were in
knowledge sharing, 36.3% were neutral agreement (mean= 3.4505), 27.0% were
(mean= 3.1961) and 27.5% of the respondents neutral, 20.7% strongly agreed while 8.1%
were in agreement with the statement. As to and 10.8% disagreed and strongly disagreed
whether the respondents use WhatsApp in with the statement respectively. On the
instant messaging, majority, 35.3% of the statement whether employee meet deadlines
respondents were in agreement (mean= as given to them by management, majority,
3.6275) while 28.4% strongly agreed. The 37.8% were in agreement (mean= 3.6216),
respondents were also asked whether they 23.4% strongly agreed, 22.5% were neutral
use WhatsApp on information sharing and while 9.9% and 6.3% disagreed and strongly
29.4% of the respondents indicated were in disagreed with statement.
agreement (mean= 3.4510), 24.5% strongly
Table 4.10 Employee performance
Respondents’ opinion Ite SA A N D SD Mean Std Dev
ms
I do Perform my work with accuracy 111 20.7 33.3 27.0 8.1 10.8 3.4505 1.21908
I do meet deadlines 111 23.4 37.8 22.5 9.9 6.3 3.6316 1.13661
I complete my work in a timely manner 111 29.7 37.8 12.6 9.0 10.8 3.6667 1.28865
I consistently adhere to set work schedules 111 16.2 27.0 34.2 13.5 9.0 3.2793 1.16128
I do work well with others 111 15.3 18.0 34.2 22.5 9.9 3.0631 1.13899
The working environment is supportive 111 13.5 19.8 40.5 16.2 9.9 3.1081 1.1389
I have knowledge about the company’s goals 111 21.6 39.6 16.2 11.7 10.8 3.4955 1.25679
I do meet my daily goals 111 22.5 36.9 20.7 11.7 8.1 3.5405 1.19684

The respondents were asked a question while 9.0% and 10.8% disagreed and strongly
whether they complete their work in time, disagreed respectively. On the question,
37.8% were in agreement (mean= 3.667), whether the respondents consistently adhere
29.7% strongly agreed, 12.6% were neutral to set work schedules, majority (mean=

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3.2793) were neutral, 27.0% were in LinkedIn, TWT is Twitter and WTS is
agreement, 16.2% strongly agreed and 13.5% WhatsApp.
disagreed. The fifth statement asked whether
the participants do work well with others and 4.8.1 Facebook Usage and Employee
majority, 34.2% were neutral (mean= 3.0631) Performance
in their responses to the statement. In line The first objective was establishing whether
with the statement on whether the there is any significant relationship between
respondents working environment is Facebook usage and employee performance
supportive, majority, 40.5% were neutral at Rongo University. It was found that the
(mean= 3.1081) and 19.8% agreed that they negative relationship established was not
work environment is supportive. As to significant since the T test showed a
whether the respondents have knowledge percentage of 3% significance. This was
about the company’s goals majority (39.6%) contrary to the study findings of Aguenza
were in agreement (mean= 3.4955) with the (2012) and Ashraf (2014) who found that the
statement. Furthermore, the respondents use of Facebook has a positive impact on
were asked whether they do meet their daily employee output, collaborative
goals and majority, 36.9% of the respondents communication and efficient cooperation.
were in agreement (mean= 3.5405). That is, social networks affect working
situations of employees. Ashraf further noted
4.8. Regression Analysis that Facebook affect employees’ skills and
The result in Table 4.11 shows the regression knowledge, productivity and motivational
equation for computed coefficients of level. In addition, he found that People use
marginal effects. The following equation social media for different motives but most
shows only significant factors or coefficients; people use Facebook for personal motives. In
Y = −0.04480𝐹𝐵𝐾 + 0.34982𝐿𝑁𝐾 spite of different motives of using social
− 0.2272𝑇𝑊𝑇 − 0.4905𝑊𝑇𝑆 media, the ultimate logic of connecting is
Where, Y is the probability of employee building social contacts and sharing.
performance, FBK is facebook, LNK is

Table 4.11 Regression results for social media usage and effect on employee performance
Variables ME Std. Err. T P [95% Confidence Interval]
Facebook -0.04480 0.121355 -0.37 0.712 -0.2826571 0.1930463
LinkedIn 0.34982** 0.137300 2.55 0.011 0.0807216 0.6189292
Twitter -0.2272** 0.102913 -2.21 0.027 -0.4289775 -0.0255659
WhatsApp -0.49054*** 0.128881 -3.81 0.000 -0.7431472 -0.2379417
Number of observation = 43
LR chi2(8) = 26.54
Prob > chi2 = 0.0008
Log likelihood = -10.050413
Pseudo R2 = 0.5690
*** p ≤ 0.01, ** p ≤ 0.05, * p ≤ 0.10, two-tailed test

4.8.2 LinkedIn Usage and Employee Performance


The second objective investigated the effect employee performance by 35% holding other
between LinkedIn use and employee factors constant. Skeels (2003) supports our
performance at Rongo University College. study finding while investigating the effect of
Based on Table4.11, the study revealed that at social media use in organizations, if LinkedIn
5% level of significance, LinkedIn usage was usage enhances or reduces productivity and
shown to be positive and statistically how enterprise-friendly design and use
significant in influencing the employee might evolve. From Skeels’ study shows that
performance at Rongo University College. most businesses were found to depend on
The study found that LinkedIn use LinkedIn to update for their followers on the
significantly increases the probability current events that are happening either

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within the company or their industry. He also


noted that LinkedIn focused on professional 4.8.4 WhatsApp Usage and Employee
information, encouraged users to construct Performance
abbreviated curriculum vitae and to establish The study in the fourth objective investigated
connection. His findings revealed that the relationship between WhatsApp use and
LinkedIn was useful for it positioned young employee performance at Rongo University
professionals in the job market, to build and College. The study revealed that at 5%
maintain external professional networks. significance level, WhatsApp usage
However, Shami (2009) and Karanja (2013) significantly lowers the likelihood of
found that increased social participation is employee performance by 49.1% holding
not associated with decreased performance other factors constant. This finding
and the latter found out that employees did concurred with the study results of Yusman
not use the site to correspond to work related (2014) who found that WhatsApp took much
issues such as responding to customers’ of students time, resulted in procrastination
questions and that LinkedIn and other related problems, destroyed student
professional sites were not popular among spellings and grammatical construction of
employees as compared to sites that were sentences, led to a lack of concentration
meant for social purposes. during lectures, resulted in difficulty in
balancing online activities and academic
4.8.3 Twitter Usage and Employee preparation and distracted the students from
Performance finishing their assignments and adhering to
The third objective, examines the existing their private studies timetable. On overall,
relationship between twitter usage and the study found that all independent
employee performance in Rongo University. variables were significant in jointly
The study found that at 5% significance level, explaining the dependent variable since the
twitter usage significantly lowers the overall p value (p-0.0008) was less than 5%
likelihood of employee performance. The level of significance.
results show that twitter usage reduces the 5.0 Summary, Conclusions and
probability of employee performance at Recommendations of the Study
Rongo University College by 22.7% holding 5.1: Summary of Findings
other factors constant. The study results are Literature indicates that digital technologies
supported by the study findings of Omekwu have the ability to reshape the quality of
(2014) who found that frequently, students teaching and learning in higher institutions
use social networks for interaction with of learning. This is depicted given the fact
friends, connecting with their classmates for that employee performance is very essential
online study and for discussing national in the success of any organization which
issues. The study however noted dangers depends on employees’ creativity,
associated with the use of social media. In commitment and innovation. This could only
that case Gakui et al., (2013) similarly in their be possible if accepted and appropriately
study noted a positive and negative used by the staff. This study was conducted
relationship to employee performance to assess the effect of social media uses on
whereby employees used Twitter to enhance employee performance in public universities
their personal networks. However, he noted in Kenya. The study was guided by the
that Twitter use enabled employees to form following objectives; to establish effects of
communities for knowledge creation and Facebook use, LinkedIn use, Twitter use and
sharing, enhanced channels of contact which finally Whatsapp use on employee
improved employee productivity. He further performance in Rongo University.
noted that use of twitter drew employees into 5.1.1 Effect of Facebook use on employee
an addiction that distracts performance as performance
well as straining the organizational The first objective of the study sought to
resources. establish whether there is any significant

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Africa International Journal of Management Education and Governance (AIJMEG) 2(3): 75-95 (ISSN: 2518 -0827)

relationship between Facebook usage and disagreed on the opinion whether they use
employee performance at Rongo University. Twitter to maintain professional connections,
The study found that many employee use while most of employees were neutral on the
Facebook to create new connections, opinion whether they use Twitter for Job
connecting with family and friends, search. At 5% significance level, twitter usage
uploading and downloading photos and significantly lowers the likelihood of
videos, keeping in touch with colleagues, employee performance. The results showed
chatting with friends and information that twitter usage reduced the probability of
sharing. However, many employees were employee performance at Rongo University
impartial on whether they use facebook to by 22.7% holding other factors constant.
collaborate with colleagues and for Twitter was also used for social networks for
knowledge sharing. Thus, most employees interaction with friends and discussing
use Facebook for personal usage and this national issues.
might be the reason as to why there was a The fourth objective was to investigate the
negative relationship which was relationship between WhatsApp use and
insignificant. employee performance at Rongo University.
The second objective was to investigate the The study found that most employees use
effect between LinkedIn use and employee WhatsApp to connect with family and
performance at Rongo University. The study friends, keep in touch with other
found that most employees used LinkedIn to professionals, and instant messaging.
build and maintain professional connections, However, most employees had a neutral
for career improvement, job search, opinion whether they use WhatsApp for job
knowledge sharing, information sharing and search, and knowledge sharing. On
collaboration with colleagues. However, regression analysis, the study revealed that at
most employees had a neutral opinion on 5% significant level, WhatsApp usage
whether they used LinkedIn to position significantly lowers the likelihood of
themselves in the job market. Further, the employee performance. The social media
study revealed that most employees used platforms considered in the regression
LinkedIn for professional use and this might equation revealed that apart from Facebook
be the reason for a positive influence on usage whose negative relationship was
employee performance of Rongo University insignificant, all other three (twitter,
at 5% level of significance. LinkedIn usage LinkedIn and WhatsApp) were statistically
was shown to significantly increase the significant in determining employee
probability of employee performance by 35% performance in Rongo University.
holding other factors constant. The
employees used LinkedIn to update for their 5.2: Conclusions of the study
followers on the current events that are The study concludes that most employees
happening in the university. The employees used Facebook for information sharing while
did not use the LinkedIn site to correspond to LinkedIn was used for building and
work related issues and that LinkedIn and maintaining professional connections.
other professional sites were not popular Further, most employees of Rongo
among employees as compared to sites that University used Twitter to maintain
were meant for social purposes. professional connections. The study revealed
The third objective was to examine the that most employees of Rongo University
existing relationship between Twitter usage used WhatsApp to connect with family and
and employee performance at Rongo friends. LinkedIn was associated with
University. The study found that most significant higher likelihood of employee
employees use Twitter to create new performance perhaps due to its attributes
connections, keep in touch with friends and related with knowledge and information
colleagues and chatting with colleagues. sharing, career improvement and
However, most employees strongly collaborations. The inverse relationship

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exhibited by other social media platforms personal usage, business bearing, and
like twitter and WhatsApp may be related to information discretion and site restrictions
the aspect of increased use of these media without restricting employees to benefit both
platforms in keeping in touch with family personally and professionally. In addition,
and friends with a lot of social chatting which the the government through the relevant
may not necessarily contribute to actual ministries of higher education should
assigned duties in the University. This consider developing right policies of
ultimately consumes a lot of time and attracting or influencing the potential users
triggers performance of an employee of social media through relevant
negatively. Nevertheless, social media can be competitions and other subsidies to cultivate
employed as a tool to reinvent the culture of a positive thinking in the general population.
the organization providing employees with a Similarly, there is need for interventions on
platform for communication, collaboration, the establishment of more ICT centers within
and innovation. Furthermore, the study public institution of higher learning and/or
concludes that by establishing research institutions which will boost acquisition of
departments, institutions of higher learning the knowledge of using the facility while
need to invest early to harness the power of making available relevant social media to
social media claim higher returns with even facilitate increased employee productivity.
greater gains on employee performance. More resources should be re-allocated for the
complimentary facilities/ personnel
5.3: Recommendations of the study supporting social media usage.
The study recommends that employees 5.3.1: Recommendation for further research
should be encouraged to use Facebook to This study has mainly focused on social
collaborate with colleagues, and use media and how it may enhance or inhibit
LinkedIn for knowledge sharing to benefit employee performance in public universities
both the organization and the employees as in Kenya. Having considered various
well. The management should encourage the theories related to this area, the study
employees to use Twitter more to collaborate proposes application or customization of
with their colleagues to enhance employee existing frameworks to show how social
productivity. media has been utilized in other institutions
Employees should be encouraged to use apart from higher institutions of learning.
WhatsApp for Knowledge sharing and Lastly, a similar study is suggested to focus
collaboration with their colleagues. Higher on developing a framework for evaluating
institutions of learning should consider adoption of social media in enhancement of
developing and implementing clear and employee performance in public institutions
comprehensive, acceptable policies when of higher learning with higher reliability and
attempting to deal with social media. The thus validity estimates with consequently
organization should also establish strategies less measurement errors.
to address social media issues such as

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